Spotlight

Digital Detailing in Pharma

Provider-Pharma Engagement Goes Virtual

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About This Report
The pandemic upended the conventional process by which pharmaceutical sales reps pitch their drugs to healthcare professionals. Physicians now demand hybrid in-person and virtual meetings. Pharma marketers must assess ways to refine various digital detailing (aka e-detailing) strategies.
Table of Contents

Executive Summary

Pharmaceutical companies have long had to fight for physicians’ time in order to pitch them on their newest drugs, a sales practice commonly known as detailing. The rise of e-detailing, which facilitates digital connections between pharma sales reps and providers, presents an additional engagement channel. Pharma marketers will need to better understand how physicians want to interact with reps and use that knowledge to develop omnichannel detailing strategies.

Key Question: How can pharmaceutical companies tailor their e-detailing strategies to enhance interactions with providers?

KEY STAT: Eight in 10 providers want virtual engagement with pharmaceutical sales reps to continue, even after the pandemic ends.

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    Table of Contents

    1. Executive Summary
    2. Marketing to Providers: Pharma’s (Expensive) Golden Ticket
    3. Making E-Detailing Work for Physicians
    1. Helping Pharma Marketers Navigate a New Reality
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Yasasvi Popuri
    ZS Associates
    Principal
    Interviewed August 4, 2022
    Dan Rizzo
    Veeva
    Vice President, Global Head of Business Consulting
    Interviewed August 11, 2022
    Kristen Tappan
    CMI Media Group
    Senior Vice President, Media
    Interviewed August 11, 2022

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    authors

    Rajiv Leventhal

    Contributors

    Jeane Han
    Senior Researcher
    Lisa Phillips
    Principal Analyst, Digital Health
    Kelsey Voss
    Principal Analyst
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